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Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
Oracle B2C Commerce Trends 2013
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Oracle B2C Commerce Trends 2013

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  1. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1 April, 2013 B2C E-Commerce Trends for 2013
  2. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2 Contents  Introduction 3  Methodology 4  Executive Overview 6  Findings 7  Our Take 19
  3. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3 Introduction The reality is that customers often take a hard-to-predict, circuitous route to purchasing from you. Today’s empowered customer can chose their own shopping terms, times, and locations when they want to engage with you, and by what means. What was once a simple buying process has evolved to include the Web, store, mobile, social, kiosk, and contact center. E-commerce continues to grow, and is now a $300M business in the US with 1 in every 10 discretionary dollars spent online.* Yet throughout that buying journey, retailers need to deliver “Commerce Anywhere” through more personalized experiences, more connected interactions, that drive results. Oracle surveyed nearly 200 senior executives worldwide to assess: • How they market to their customers and prospects • The challenges businesses face delivering great customer experiences across touchpoints • Where businesses are investing to grow their business • The state of social, mobile, and customer experience • Key metrics to measure success * Source: comScore State of the Online Retail Economy Q4 2012
  4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4  Oracle conducted online interviews with over 180 global commerce executives from December 2012 to February 2013. Methodology Industry:  Home Furnishing/Home Improvement: 15%  Apparel: 11%  General Merchandise/Department Store: 10%  Consumer Electronics: 7%  Specialty Brands: 5%  Food And Drug: 5%  Hospitality / Leisure And Travel 3%  Sporting Goods: 2%  Media: 2%  Other: 40% Respondent Role:  Technology Team: 12%  Business Team: 68%  Other: 20% Sample Demographics
  5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5 Sample Demographics  The survey sample includes organizations from a wide variety of industries in North America, Latin America, Europe, and Asia Pacific Methodology Geography:  North America: 77%  Latin America: 4%  EMEA: 8%  APAC: 2%  Other: 9%
  6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6  Web site and how you get your customers there drive people to your business  85% of respondents said that their Web site drove customers to their business  SEO (68%) and SEM (50%) also drive prospects to Web sites  68% of respondents said email brings people to them  63% of respondents cited social sites as a way of reaching customers  In 2012, retailers focused on new technologies and customer experience investments to increase market share  24% of respondents said that growing market share was a top focus in 2012  15% said they plan to focus on new technologies  13% of respondents cited investments in customer experience Executive Overview: Key Trends Driving B2C Commerce Success
  7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7  In 2013, user experience is seen as investment area to drive future revenue  41% of respondents said they plan to invest in a Commerce platform when asked for their top 3 investment areas  38% of respondents cited digital customer experience as a planned investment  Social (37%) and mobile (37%) ranked third and fourth, respectively, as investment areas in 2013  Reducing shopping cart abandonment and increasing conversion rates high on companies’ minds  29% of respondents cited shopping cart abandonment, conversion rate, and determining return-on- investment (ROI) as top “pain points” prevalent in their organization  28% of respondents stated that both technology integration and understanding what’s working and not working for the customer as additional pain points Executive Overview Continued: Key Trends Driving B2C Commerce Success
  8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8 Online Drives Customers To Your Business  Web sites (89%) drives most interest but Search Engine Optimization (SEO) (68%), Email (68%), Social (63%), and Search Engine Marketing (SEM) (50%) and gets them there. Channels That Drive Customers Web Site Email Physical Store Mobile WebsiteSocial SitesSEO SEM 89% 68% 68% 63% 50% 35% 33%
  9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9 Performance Metrics Held Steady  Performance metrics stayed consistent with past results, highlighting certain key metrics that continue to be important barometers Mobile Traffic 51% Social Traffic 46% Web Site Traffic 65% Shopping Cart Abandonment 46% Overall Revenue 64% Executives Are Focused On The Key Metrics That MatterTAKE AWAY
  10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10 Most Important Metrics To Measure Success  B2C commerce driven primarily by revenue metrics 75% 57% 46% While…4th focused on visitorsConversion Rate Average Order / Basket Size New Customer Acquisition Total Visitors Revenue Growth Is A Key Metric For SuccessTAKE AWAY What are the 3 most important metrics that your business uses to measure success? Top 3 focused on revenue 43%
  11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11 Growing Market Share Was Key Focus In 2012  Online retailers focused in 2012 on new technologies and customer experience investments to increase market share If you had to pick one area, where did you most focus your efforts in 2012? Growing market share (24%) #1 Investing in technology (15%) #2 Investing in customer experience (13%) #3 CX Continues To Rank 3rd But Is Key To Success And Competitive EdgeTAKE AWAY
  12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12 Email Marketing Largest Technology Investment 2013 Response 2012 Response Change Email Marketing 60% 53% Web site analytics 52% 68% Social programs 50% 47% Commerce Platform 43% 36% Search technology 37% N/A Mobile web site 26% 68% Content mgmt. 19% 41%  Investment in email marketing technology moved to #1 in 2013 from #3 in 2012. Web site analytics stayed #2, however, mobile Web site dropped dramatically from #1 in 2012 to #6 in 2012/2013.
  13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13  Customer experience continued to be seen as investment area to drive future revenue. Customer Experience Is Key To Driving Future InvestmentsTAKE AWAY  Social programs (37%)  Mobile programs (35%)  Multi-channel integration (30%)  Personalization (29%)  Commerce platform (42%)  Digital customer experience (38%)Customer Experience Top Priorities: Planned Investments: Social And Mobile Multi-Channel & Personalization Investment in Customer Experience Remains Top Priority
  14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14 Future Emerging Initiatives Focus On Social And Mobile 39% 45% Multi- Channel Integration 30% Business Investment Mobile Web 32%  Social and mobile dominate emerging business investment in 2013. Social initiatives include Facebook (45%), mobile Web (39%), Pinterest/Instagram (30%), YouTube (29%), and tablets (24%).  Multi-channel integration (32%) is also important to bring all of this together. Evaluate Social Channels But Define Metrics Before StartingTAKE AWAY
  15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15 Shopping Cart Abandonment And Conversion Rates High On Companies’ Minds  Shopping cart abandonment (29%), conversion rate (29%), and determining return-on-investment (ROI) (29%) are high on the list of pain points companies are trying to solve.  Technology integration (28%) and “understanding what’s working and not working” for the customer (28%) are also important. Measureable Metrics Key To Tracking SuccessTAKE AWAY
  16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16 Many B2C Companies Have Social Commerce In Place But Mobile Commerce Lags  Many (53%) of B2C companies already have social commerce in place, however, 20% of companies consider it a low priority.  Mobile commerce is a mixed bag – 37% indicating they already have it in place – 31% plan to implement in the next 12 months – The remainder (32%) stating it’s a low priority or no plans to implement Social Commerce Further Ahead In ImplementationTAKE AWAY
  17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17 While Many B2C Companies Claim To Have Addressed CX, A Quarter Still Plan To Launch CX Initiatives Still Evolving Within EnterpriseTAKE AWAY 62% 26% 9% Already In Place Planning To Implement Nice To Have/ Low Priority
  18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18 Most Companies Have Not Adequately Addressed Consistency Across Touchpoints Much Work Still Necessary To Connect TouchpointsTAKE AWAY STORE DIRECT SALES CONTACT CENTER FIELD SERVICE WEB MOBILE SOCIAL KIOSKS 59% of companies cited customers’ ability to transition between touchponts as “fair” to “poor” Only 8% cited transition between touchpoints as “excellent”
  19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19 Our Take…  Customer Experience (CX) is Key to Driving Future Investments: Customer-facing solutions, including commerce platform and digital customer experience, are expected investments in 2013.  Connecting the Dots isn’t Complete: There is still much to be done by retailers to connect touchpoints to ensure customers have a consistent buying experience.  Know your Metrics : Executives are focused on key metrics that matter, and measureable metrics is key to tracking success, primarily focused on measuring revenue growth  Social is Evolving: Social commerce is further ahead in implementation and companies should define their metrics to gauge success before starting on social channels

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